Pursway, a company focused on leveraging real-life social connections for marketing, has announced it has secured $7.2 million in funding. This capital infusion will support the company's mission to empower consumer-facing organizations by identifying individuals with strong social affinity to their brands.
The company addresses the challenge marketers face in acting on the influence of family, friends, and colleagues on consumer behavior. Pursway's solutions enable leading global organizations in telecommunications, retail, and financial services to extend their marketing reach to the friends of their target audiences. This is achieved through a proprietary database mapping relationships between over 150 million North American consumers. Leveraging machine learning and anti-terrorism techniques, Pursway analyzes vast amounts of open data to accurately determine real-life connections and create a human network.
Pursway emphasizes that transactional evidence supports the premise that friends often buy what their friends buy. By uniquely identifying the best friends of a target audience, the company extends marketing reach to these influential connections. Their audience scoring capabilities allow for targeting both high-propensity buyers and influential customers, offering a proven method for sophisticated direct marketers.
The newly raised $7.2 million will be instrumental in advancing Pursway's technology platform and expanding its market presence. The company plans to use the funds for growth initiatives, including enhancing its proprietary database and scaling its solutions to meet increasing demand from organizations seeking more reliable ways to extend their marketing reach beyond traditional social media targeting. This investment underscores confidence in Pursway's approach to reflecting real-life social buying behavior.
Looking ahead, Pursway aims to further solidify its position as a leader in social affinity marketing, continuing to provide a smarter and more effective strategy for brands to connect with consumers through trusted relationships.
